Look: Apple unveils Vision Pro AR headset, introduces new 15‑inch MacBook Air and Mac Pro

Apple Inc unveiled an augmented-reality headset called the Apple Vision Pro at its annual software developer conference on Monday, its first big move into a new product category since the introduction of the Apple Watch nine years ago.

Vision Pro will start at $3,499, more than three times the cost of the priciest headset in Meta's line of mixed and virtual reality devices that currently dominate the AR/VR market.

Apple's headset will be available early next year in the US with more countries coming later in 2024.

Apple did not make any major announcements about generative AI products similar to ChatGPT or Google's Bard search engine, but it quietly imbued several smaller features with AI, like live transcriptions of voice mails.

It said users of the Vision Pro will be able to select content inside the goggles with their eyes, tap their fingers together to click and gently flick to scroll, while also using a three-dimensional camera and microphone system to capture videos and pictures than can be viewed in 3D later.

In its most visually striking difference from Meta's headsets, the device also has an exterior display that shows the user's eyes to people in the outside world.

The exterior screen goes dark when a user is fully immersed in a virtual world. When a person approaches a user who is in full virtual mode, the headset will show both the user and the outside person to each other, an augmented reality advancement over Meta's devices which show a more basic video feed of the outside world.

"It's the first Apple product you look through, not at," Apple CEO Tim Cook said.

The headset launch will see Apple test a market crowded with devices that have yet to gain traction with consumers and put it in direct competition with Facebook-owner Meta Platforms .

In its announcement, Apple emphasized the novelty of the product's augmented reality features as well as the sports and entertainment partnerships it would offer, while making no mention of the digital social worlds that Zuckerberg has described.

The headset uses a new chip called R1, which is designed to process information from its sensors in less time than the blink of an eye.

Apple said it has been working with Adobe and Microsoft to put their apps on the new headset, as well as Unity, a technology company that works with game developers. Unity shares surged 17% after the announcement.

Walt Disney's Disney+ streaming service will be available as well, as will the collection of movies and TV shows from Apple TV+.

The company also showed how the headset can be used with a trackpad and keyboard to work like a traditional computer with multiple displays.

"The core difference to me is Zuckerberg is trying to create a virtual world that he wants us to be in, and it seems to me that Apple wants to keep us still anchored in our world and just augment it," said Carolina Milanesi, an analyst at Creative Strategies.

The Vision Pro has two hours of use with an external battery, which Apple said would reduce the weight on the user's head. However, the device must be plugged into the wall or battery pack and there is no standalone use.

Meta's top of the line Quest Pro mixed reality device, which blends virtual reality with the real world video feed, offers about two hours of battery life directly on the headset, without an external battery pack.

Meta likewise offers Microsoft apps on its Quest devices.

Shares of the iPhone maker rose 2% to hit a record high of $184.95 ahead of the launch. Intel fell 3.9% after Apple dropped Intel chips from its most powerful desktop.

"In those moments where you just want to type a ducking word, well, the keyboard will learn it, too," said Craig Federighi, Apple's software chief. Apple is famous for autocorrecting a common expletive to "ducking".